connected experiences: from websites to wearables to whatever
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© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 1
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Connected Experiences: From Websites to Wearables to Wherever
Adobe Summit
Rebecca Lieb
Industry Analyst, Altimeter Group
March 10, 2015
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Digital is everywhere.
And will soon be everything.
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Harnessing digital connections to foster
deeper human connections
is the highest opportunity of bridging the
digital & physical worlds
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AGENDA
• Trends driving connected experiences
• What binds connected experiences?
• Risks and rewards
• Takeaways –fundamentals of connected experiences
• A peek over the horizon
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From mainframes to ubiquitous computing…
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What the Internet of Things enables is a far deeper ‘conversation’ between all
elements of brand experience – now including objects
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Mobile ignites this trend, but it transcends mobile into other physical objects
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Source: Acquity Group 2014
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Smart devices
are transforming
how we access
and use the
Internet
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Differentiation between channels is eroding for
consumers.
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Second screen
activities have
transformed how
people watch TV
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Rise of streaming video spurs millions to ‘cut the cord’ (and its costs)
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Channel preferences vary widely, based on a myriad of factors
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Preferences vary based
on consumer’s unique… • Needs/pain points
• Place
• Time
• Behavior
• History
• Culture
• Exposure to technology
• Influences, etc.
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But what ties so many
disparate touchpoints
together?
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The glue that binds
Consistency Context
Content
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What ties so many disparate touchpoints together?
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Content is the unifying element of
how brands manifest across all
touchpoints. Content is the atomic
particle of all brand interactions, on
all channels, platforms, and devices,
online or offline.
CONTENT
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What ties so many disparate touchpoints together?
Context is the antidote to endless, noisy
media proliferation. Data helps companies
better understand customer context down
to the individual level, including (but not
limited to) personal, location, historical,
behavioral, cultural, social, technological,
and beyond.
CONTEXT
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What ties so many disparate touchpoints together?
Consistency in brand tone,
outreach, response, presence, and
culture. Expanding touchpoints
allows brands to pervade
consumers’ lives by providing timely
content, services, and utility
CONSISTENCY
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Home Depot ties dot.com shopping cart to in-store experience
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The bottle becomes the mediumBy adding unique QR codes to bottles of Johnny
Walker, Diageo bridged in-store and social
experience via mobile. Individuals opt into the
campaign’s Facebook app, and Diageo creates a
unique personalize-able video to commemorate
Father’s Day.
Diageo connects bottle to smartphone to social for a personalized
Father’s Day experience
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Results• 72% sales increase in 2 weeks before Father’s
Day
• Earned media impact 5X investment
• 100k increase in Facebook fans
• Global PR and industry coverage
• Permission-based opt-ins to CRM program, loyalty
program expanded
• 100,000 unique QR downloads
• Program expanded to 6 countries
• Increased loyalty, loyalty rewards
• Enabled mobile targeting linked to specific QR
code
• Increased supply-chain efficiencies
Cross-channel campaign drives earned media, sales & supply chain efficiency
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MGM Resorts serves up recommendations based on guests’ location, interests
MGM Resorts sends notifications for nearby restaurants,
shopping, show deals, coupons, etc., via guests’
smartphones, based on geo-location, loyalty member
status, and preferences.
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Navdy is a heads up display system for drivers– relevant content only!
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The rise of mobile-free connected products will depend on new form
factors for content
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Risks & Rewards
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Harnessing digital connections to foster
deeper human connections
is the highest opportunity of bridging the
digital & physical worlds
Rewards
For brand and consumer alike…
• Increased relevance and context
• Greater visibility
• Greater utility (‘brands as service partners’)
• Happier, more engaged customers
• Data informs optimization opportunities (across customer and
product lifecycles)
• Increased loyalty
• Improved conversion, business results
• Market differentiation
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The ‘Phygital’ world generates
scores of new opportunities…
but it is not without risks
Risks
• Attribution Impact
• Losing customers along their journeys
• Regarding mobile as a secondary channel
• Advertising-only mentality
• Annoying or creeping out customers > opt-out
• Higher possibility of friction in ‘offline’ contexts
• Under-use of content and brand assets
• Negative impact on brand sentiment/experience
• Ineffective (or unethical) use of data
• Wasted investments
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The risk we often overlook…
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Key Takeaways
Key Takeaways
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Key Takeaways
Five steps companies must take to prepare:
1. Foster a culture of content
2. Orchestrate across teams, internal and external
3. Plan and prioritize for digital transformation
4. Plan for media convergence
5. Plan for technology integration
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1. Foster a culture of content
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2. Orchestrate across teams– internal and external
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3. Plan and prioritize for digital transformation
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4. Plan for media convergence
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5. Plan for tool and
technology integration,
eventually convergence
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Looking ahead
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Use cases in IoT
represent ways
brands can use
sensors to create
mutual value
between brand
and consumer
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Rebecca LiebIndustry Analyst with Altimeter Group
@lieblink
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adobe.com/go/summit2014portal
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Q&ARebecca Lieb
Twitter: @lieblink